"My starting point was actually quite crass, wanting to send out something promotional. Because people get so much stuff at Christmas – it’s almost pointless to send out something nice at Christmas – I thought ‘what about Valentine’s Day?’
In the beginning they had my contact information on them, it was maybe in the third year that I started to make them more mysterious. People always knew they were from me by the return address on the envelope at least. But beyond that, some of the cards were quite mysterious. If you weren’t paying attention, you would be, like, ‘What is this thing? Where did it come from?’"